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21 Februar 2020

Increase sales and higher conversion rates with video

Want to know how to turn your startup into a billion-dollar company? And in just four (short) years?

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Simon Ludwig

**You want to know how to turn your startup into a billion-dollar company? And in just four (short) years?

We explain how you can do that, and much more, in the ultimate guide. For Michael Dubin, founder of Dollar Shave Club, it all started with a video. Dubin, like most startup founders, had a very tight budget at the beginning of his career. So he took that budget and invested it.

He invested it in a video that he hoped would get his viewers excited about his company and convinced about his product. He asked a good friend to shoot it, he himself acted as the actor, and then they easily uploaded the video to YouTube. Their refreshing humor and engaging, compelling story simply wowed the audience. So much so, in fact, that the Dollar Shave Club website crashed two hours after the video was posted and all the razor blades sold out within six minutes.

Why videos increase sales

Before we show you how to use videos to increase your sales, let's first take a quick look at WHY. Why are videos so good, what are the benefits? We provide 10 unbeatable reasons why you should use videos.

Videos are versatile

No matter what industry you're in or what product you're selling, there's always a video that will appeal perfectly to your target audience. The rule here is that there is nothing that doesn't exist. Almost any type of video is possible, from "clean-cut product walkthroughs" to "bells and whistles animated explainers". So get creative and let off steam!

For a little inspiration, check out the three videos below:

The first example is a "live action footage" that aims to evoke emotions in the viewer.

The second tells the brand story of a company with the help of a funny, likeable cartoon.

The third is a screenshot recording of a product demonstration. This type of video is very helpful in managing the expectations of potential customers and illustrating to them exactly how your product works. What we're trying to tell you: All of these videos are completely different. There are endless ways you can tell your story with a video. If that's not versatile!

"Live action footage" - Arouses emotions in the viewer

"Kartoon" - Seems sympathetic

Screenshot recording - Well suited for product demonstrations

Videos improve the product presentation

If you want to increase your sales, a good product presentation is inevitable. If you want to sell a product, you have to present it in an appealing way. This is especially true for online retail. Many customers are still skeptical of online stores because they can't touch and test the product. Product images can alleviate these concerns, however, videos can do it much better. ASOS, for example, combines classic product images with catwalk videos to enhance the customer buying experience. According to a marketing study, 96% of customers find videos helpful when buying clothes online. The same goes for B2B: B2B customers voted videos among the top 3 most useful marketing strategies.

ASOS uses videos to showcase products

ASOS uses videos to showcase products

Videos make the buying decision easier

Just now we told you that videos help customers shop online. So why not make the buying decision even easier? Interactive videos allow customers to make a purchase directly while watching a video. Interactive videos offer the ability to include links that take customers directly to checkout. So if a customer sees a product in the video that they like, they can simply click on it and purchase. This eliminates traditional distractions and obstacles in the buying process and leads to increased sales!

The SEO Benefits

Videos not only increase your direct sales, but they also improve your search engine ranking. Integrating a video on a website, in any form, can lead to customers spending more time on that website. According to a Wisita study, customers spend an average of 2 minutes and 48 seconds on a site without video. On a site with video, on the other hand, customers spend an incredible 7 minutes and 21 seconds on average. The amount of time customers spend on a page is called "dwell time". Many SEO experts believe that Google takes this dwell time into account when ranking. Consequently, you can increase your "organic traffic" through a video and have to spend less money on "PPC ads".

Videos increase the time spent on a website](https://res.cloudinary.com/hvioxpubt/image/upload/v1620680360/210ecf37afbb8d68c317d7133c569cbe5a934eab_afekwh_zdpggz.jpg)

Increase conversation rate

Placing a video on the homepage of a website can increase conversation rates by up to 80%, according to Unbounce. This is because videos are engaging, thus enticing customers to spend more time on a page. Simply Piste integrated product demonstration videos and found that this increased conversation rates by 25%.

Videos make you human

Video can put a face and a story to your brand. Customers love it when they can identify with a product or brand and become a part of it. So, a team video or a behind-the-scenes look can make your brand human and approachable. Such videos increase brand loyalty because they show customers who is behind the brand and how the company works.

Increase range

Facebook, Youtube, Twitter & Co. are known to have the largest "online traffic". And all these sites use videos. If you place videos on your page, you can increase your reach enormously. Studies show that 45% of all people spend more than an hour a day watching videos on the internet. Even Vimeo, which is not as well known as the previously mentioned sites, reaches an average of 170 million viewers per month.

People love videos

And why do all these popular websites use videos? Because people simply love videos. According to a study by The State of Video Marketing, 68% of people prefer to learn about new products and services through videos. That makes videos the most popular information tool.

Improved Lead Generation

Videos are great for lead generation. All you need to do is leverage the viewers' interest while they still remember the product, brand or service. One way to do this would be to place a clickable "Call to Action" button at the end of the video. You can also use features like the Wistias turnstile tool to embed a lead capture form directly into the video. Here's an example: according to a study by Wistia, videos that presented such lead capture forms within the first 20 seconds resulted in a 43% conversion rate.

It's proven to work

Marketers use video for one very simple reason. Because it works. And there are plenty of studies to prove it. 87% of businesses today use video as a marketing tool. What's more, 91% of video marketers consider video an important part of their marketing strategy and 83% say video gives them a good ROI.

Music is emotional and can quickly create positive connotations about a product or company - just think of the hit songs Apple uses to market their products. We'll tell you what to look for in music and audio in your video.

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